This document analyzes engagement data from reposting URLs on Twitter. It found that average clicks per post did not decline with each successive reposting of a URL. In fact, the trend line was slightly positive, indicating more clicks with additional reposts. This suggests marketers can gain additional clicks by reposting high-quality, evergreen content like blog posts and videos multiple times on social media, as long as they vary the accompanying text, hashtags, timing, etc. to keep the content fresh and relevant to their audience.

1. Social Media Reruns Are
Ratings Gold
The impact of reposting URLs on audience
engagement on Twitter
August 2014
www.rallyverse.com
@rallyverse

2. In planning your social and
content marketing strategy,
we’re big believers in using
your Evergreen Content as
often as possible.

3. That is, you should make sure
your content strategy has room
for your brand content that isn’t
tied to a particular time or event:
Product descriptions, explanatory
videos, images, blog posts, how-
to guides, etc.

4. But how much evergreen
content is too much
evergreen content?

5. That is,
if you continue to post the
same links to the same
pieces of content, will your
audience get bored and
stop clicking?

6. We pulled the data.

7. Specifically, we looked
at a single marketer with
more than 1,000
followers on Twitter who
posted 28 unique URLs
between 1 and 7 times
in June and July, 2014.

8. That is, 8 URLs were posted once, two were posted twice, six were posted
three times, and so forth.

9. Looking at the data a slightly
different way, you can see
how many posts there were
by order of post:

10. As you can see, only three URLs made it all the way to elusive seventh spot,
while five made it to the sixth (three of which went on to become seventh
posts).

11. With that data set, how
did the average clicks
per post change for
each spot in the order
of posting?

12. That is, was there a downside to
posting URLs more than once?
And, as you posted more
frequently, did your average clicks
decline?

13. Nope.
Not at all.

15. In terms of average clicks,
we don’t see a decline with
each successive post. Not
at all.
Here’s another look:

17. While the data is noisy
throughout, the overall trend line
is actually positive.

18. That is,
Posting URLs more than
once didn’t lead to fewer
clicks per post — it led to
more clicks per post.

19. Maybe a few posts were outliers and
were dragging the curve up and
down?
If you tease out each individual URLs
clicks versus average by position, you
see variance even on the individual
URLs:

21. So what gives?
Why are the results so
inconsistent?
Does post order matter at all?

22. The short answer is, probably not,
specifically because it’s very
unlikely that you’re holding
everything else equal when you
share your owned content more
than once.

23. That is, the URLs in the data set may
have been posted more than once,
but they weren’t posted the same
way.
There are plenty of variables that can
impact the performance of those
posts:

24. Tweet copy/ accompanying text,
including use of hashtags
Use of images
Time of day, day of week of publishing
Relevance of the topic at time of
publishing

25. Given the number of other factors
that impact the click performance
of a single Tweet, there doesn’t
appear to be any downside to
sharing a link to the same URL
more than once.

26. If the exact same Tweet
was shared again and
again, well, yes, we
imagine the audience
might get a bit bored.

27. But, by varying the
presentation of those URLs,
and making sure that the copy
is relevant to the topics that
matter to the audience,
marketers can earn clicks
again and again — and
deliver value to their
audience.

28. Rallyverse Confidential — Do Not
Distribute
28
So, go ahead, share it again. And
again. And one more time.

29. Oh, and if you’re looking
for a tool to help you
manage all of that owned
content and posting for
you?

30. Don’t worry:
Rallyverse can help .

31. Thank You
info@rallyverse.com
@rallyverse